For the last 75 years, Joann fabric has been providing materials and inspiration for people to create with. They've got more than 865 stores across 49 states so re-imagining the retail experience is no small task — which is exactly what made it worth doing.
Before embarking on the updated store experience, we introduced a series of test & learns to gauge appetite for different experiences. We offered personal shopping, local maker's markets, and sew & go experts to help get projects across the finish line.
We gained some really powerful insights and while we updated the entire retail experience, we also evolved some of the test concepts into spaces such as the Creator's Studio, a community and workshop space, and Joann's Custom Shop where in-house consultants and sewing professionals help people make their crafting dreams come true. We also introduced digitally driven solutions that cut to the heart of the most common pain-points in the traditional fabric buying experience.
CD Thom Antonio
ACD, Digital Matt Rennick
ACD, Brand Lora LeClaire
Enviro Steph Pellatt